Since then the popular casual-clothing is under fire.
Where did all originated?
What can we learn from this case?
A lot.
For good or bad the philosophy (way of thinking, beliefs and frames of reference) of the leader of the organization is directly proportional to the company’s culture, and therefore to the brand experience delivered to customers and employees.
As Rebecca Jarvis report for ABC says, Abercrombie & Fitch’s CEO, Mike Jeffries has been outspoken and controversial. As it also says, Jeffries has not commented on the recent controversy but has been forthright in the about not wanting any customers who don’t fit the cool, young and sexy demographic the company targets. The report continues saying, he gave a 2006 interview to Salon magazine in which he said the store goes after “the attractive, all-American kid … A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”
“There are two different ways to brandwash the consumer – you can choose the open, honest approach, or you can take the more devious path. The choice is yours. Remember, regardless of what you do, the consumer will ultimately discover the truth.” Martin Lindstrom.
Jeffries should follow his advice.
The consequences.
Since ABC broadcasted the news, it has been bad for the clothes retailer. On her report, Jarvis informs that the size worn by the average U.S. woman is 14, as well as that plus-size shoppers now make up 67% of U.S. consumers. On Monday May 13 protestors gathered outside the A&F’s Michigan Avenue store in Chicago, outraged about the store’s not carrying clothes in large sizes. And some, the report says, have decided to return their clothes.
Even Kirstie Alley, the Former “Cheers” actress, summed up to the list of Abercrombie & Fitch critics who take exception to the company’s refusal to carry clothing in larger sizes, slamming the store on Tuesday May 14, telling “Entertainment Tonight” she would “never buy anything from Abercrombie.”
The report also comments on the backlash growing online. On Twitter, Facebook, and several petitions on Change.org urge people not to shop at Abercrombie & Fitch until the New Albany, Ohio-based retailer starts carrying larger sizes.
The report mentions a YouTube user that started a “Fitch the Homeless Campaign,” asking customers to rebrand the popular retailer by giving their Abercrombie & Fitch clothes to the homeless.
Here's the video.
So, whatever
you want to sell or offer to the public, through whatever concept of experience
you envision, you must get conscious about the way you think and feel about things, life, people.
Because within this lies the seed of the failure or success of the experience, products or services you offer. If not, why do
you think Disney Parks have been so successful? Read the biographies of the
leaders of the most admired companies in the world and you’ll see what I’m
talking about.
Bottom line, it’s up to you to deliver an extraordinary brand experience.
Follow me on twitter: @ZackGj
Source of inspiraton:
Interestingly I would like know what the public relations team of this company did over the short term and long term. It is not as simple as adding 'plus size' clothing, but to continue the relationships with their existing clientele. How do they keep their brand growing, but still honing in on the image they want to sell.
ReplyDeleteWell, it's a case worth of keeping track of. For the short term at least we know it's been almost two weeks since ABC's report went public and there has been no answer. Let's see how it develops!
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